Intel’s ‘Bunny People’ to Check Out Big Apple

Intel Corp.’s futuristic “bunny people” will boogie into New York’s Times Square later this week for the latest “Intel Inside” commercial. And next year, Intel will dance onto the Internet in a bigger way. The Santa Clara-based chip manufacturer, which is spending $1 billion to advertise its wares, plans to become “the world’s largest Internet advertiser during 1998,” said Ann Lewnes, director of Intel’s worldwide advertising group. The influx of Intel dollars “will really help to kick-start that medium,” Lewnes said. “The strategy is to get people who want more information [about Intel] to come to the Web site,” where they can get thousands of pages more.” In addition to banner ads that direct consumers to its Web site, Intel will pump money into Internet-style events--in much the same way beer companies sponsor volleyball matches and cigarette companies sponsor auto races. Intel, which began its print advertising campaign in 1992, added television in 1996. Lewnes said that 80% of consumers worldwide now recognize the “Intel Inside” campaign.